ROAS Suite

DISQO Launches AI Search Lift for Measuring Ad Impact on LLMs

By Charles Ryder

DISQO’s launch of AI Search Lift addresses one of the biggest measurement challenges in advertising right now: what happens when consumers discover brands inside AI tools instead of traditional search engines. As large language models like ChatGPT, Gemini, and Perplexity become part of the buying journey, marketers are losing visibility into early decision-making. People are asking AI to compare products, recommend brands, and narrow their options before they ever click a link. That shift makes it harder to see how advertising shapes outcomes.

DISQO’s new product is built to close that gap.

Conceptual image illustrating DISQO's AI Search Lift measuring advertising impact within large language models and AI discovery tools. A New Layer of Measurement for the AI Era

Officially launched on June 17, 2026, AI Search Lift is positioned as the first product designed to measure the incremental effect of advertising on brand activity inside LLMs and other AI-powered discovery environments. Put simply, it helps brands understand whether ad exposure leads to more branded engagement within AI systems.

That matters because visibility alone no longer tells the full story. Many brands are already investing in AEO and GEO strategies to improve how they appear in AI-generated answers. But showing up is not the same as driving results. What DISQO adds is the outcomes layer: evidence that advertising is influencing consumer action inside AI-driven journeys.

That is what makes this launch stand out. It shifts the conversation from “Are we showing up in AI?” to “Is our media spend increasing engagement in AI?”

Built on DISQO’s Existing Measurement Foundation

This launch builds on DISQO’s broader measurement business. The company has spent years establishing itself in advertising outcomes intelligence, using consented, person-level behavioral data and deterministic exposed-versus-control methodologies. Founded in 2015 and based in Glendale, California, DISQO already supports brand lift and outcomes lift measurement across channels including CTV, video, social, display, and programmatic.

AI Search Lift extends that model into a newer, harder-to-observe environment. According to DISQO CEO and co-founder Armen Adjemian, measurement needs to follow consumers as they increasingly use AI to discover, compare, and evaluate brands. That framing fits the moment. If consumer journeys are moving into conversational interfaces, campaign measurement has to move with them.

What AI Search Lift Actually Measures

The product focuses on incremental brand interactions inside AI environments, including:

  • AI brand search
  • AI category search
  • AI competitive search

That gives advertisers a way to see whether campaigns are driving curiosity, consideration, and comparison behavior inside LLMs. Instead of relying on assumptions, brands can start quantifying whether ad exposure influences how often consumers engage with them during AI-generated discovery moments.

It also gives agencies and brands a more practical way to connect media investment to shifting consumer behavior. If AI is becoming a decision engine, measuring lift in these environments may soon matter as much as traditional search lift.

Early Category Insights Are Already Emerging

One of the more interesting details from DISQO’s rollout is the early beta data collected since Q4 2025. Across its initial measurement waves, the company saw stronger AI engagement in higher-consideration categories such as automotive, insurance, and travel. Lower-consideration categories like beauty, personal care, and CPG showed lighter activity by comparison.

That pattern makes sense. Consumers making larger or more complex decisions are more likely to use AI for research, comparison, and evaluation. Buying a car or choosing an insurance provider naturally leads to more questions than picking up an everyday household item. As more case studies emerge, these category-level differences could play a major role in budget allocation and channel strategy.

Infographic depicting the flow of consumer journeys into AI tools and how DISQO's AI Search Lift provides critical measurement data. Why This Launch Matters for Marketers

The bigger significance of AI Search Lift is that it recognizes a structural shift in digital behavior. For years, marketers relied on visible actions like keyword searches, website visits, and click paths to understand performance. AI-assisted discovery interrupts that visibility.

DISQO is trying to bring some of that clarity back.

For brands, this could become a valuable planning tool. It offers a way to evaluate how channels, creative, and audiences contribute to downstream engagement in AI environments. For agencies, it creates a stronger foundation for advising clients on how advertising affects emerging discovery behavior. And for the industry, it introduces a measurement category that could become essential faster than many expect.

The timing also looks smart. The market is already focused on optimizing for AI answers, but optimization without measurement only goes so far. If AEO and GEO help brands improve discoverability, AI Search Lift helps show whether media is actually making a difference.

Early Momentum and What Comes Next

The product has already gained attention across trade publications and marketing circles, with early partner support from Canvas Worldwide and rollout availability beginning July 1, 2026, for DISQO’s brand and agency partners. That kind of early validation matters, especially in a category this new.

Looking ahead, this launch could shape more than reporting dashboards. It may influence how brands plan media, how agencies justify investment, and how marketers define performance in AI-driven journeys. If consumer discovery keeps moving toward conversational interfaces, tools like this will be hard to ignore.

FAQ

What is DISQO AI Search Lift?

AI Search Lift is a measurement product from DISQO that tracks the incremental impact of advertising on brand engagement inside AI tools and LLM-powered discovery environments.

Why does AI Search Lift matter?

It helps marketers understand whether advertising is influencing consumer behavior inside AI systems, where traditional search and click-based measurement no longer capture the full journey.

What types of interactions does it measure?

The product measures AI brand search, AI category search, and AI competitive search to show how ad exposure affects branded activity.

Which categories are seeing the strongest early results?

Early beta data suggests stronger AI engagement in higher-consideration categories such as automotive, insurance, and travel.

Conclusion

DISQO’s AI Search Lift is a clear sign that advertising measurement is entering a new phase. As consumer decisions move deeper into LLMs and AI-powered search experiences, marketers need more than visibility tactics. They need proof of impact. For teams that want a clearer view of ROI as digital behavior keeps changing, ROAS Suite is another solution worth keeping on the radar.